July 1, 2026
Summer is my favorite time of year. The firepits come out, backyard gatherings stretch a little longer, and suddenly everyone has an opinion about the perfect s’more.
Turns out, most people agree on one thing. According to our Hershey’s S’mores Heated Debate Report, 95% say Hershey’s chocolate belongs in a classic s’more. A brand connection like that doesn’t happen by accident. It’s built over generations of the same familiar traditions: friends, families and one iconic chocolate bar at the center of it.
America Has Opinions About S'mores. We Have the Data.
S’mores aren’t a passing trend. They’re deeply embedded in how Americans enjoy summer and create core summer memories. The ritual is durable and the emotional connection is fueled by nostalgia.
The Hershey's S'mores Heated Debate Report confirmed what we've always suspected: people don't just enjoy s'mores; they feel strongly about them. Here's what we found:
- Americans consume more than 2.5 billion s’mores a year
- 68% of s’mores eaters say it's not summer until they've had a s'more
- 74% of s’mores eaters eat them regularly throughout the summer
- 43% consider themselves a s'mores-making expert
- 61% are s'more planners — they make s'mores the same way every time
- The Fourth of July is the #1 summer holiday that s’mores eaters associate with eating s’mores
Almost everyone has an opinion about the “right” way to make a s’more, so we turned that passion into a participation engine: Are you Camp Gooey or Camp Toasty? That debate became the foundation for how we show up this summer.
Building a Season Around the Ritual
Last year showed us how much momentum the right innovation can bring. The launch of Hershey’s Milk Chocolate with Caramel bars, our first s’mores inspired product, helped drive 14% program growth and $14 million in sales. Its success reinforced how open consumers are to evolving the s’mores experience.
This year, we took the next step – expanding beyond a moment to build a season around it. That means showing up in the conversations and spaces where people already experience summer, with a clear role in each one.
To launch, we partnered with actor and creator Patrick Renna, whose roots tie directly into the shared memories and culture of s’mores. He’s helping bring the Camp Gooey vs. Camp Toasty debate to life through social and earned media, tapping into audiences who already have a point of view.
Our partnership with Hearst anchors the conversation in culture. Through Country Living’s Great American Picnic, we’re connecting s’mores to summer celebrations across the country, featuring live activations at marquee summer events like CMA Fest in Nashville, additional consumer voting moments, and editorial storytelling like “The United States of S’mores,” which reimagines the classic treat through a local lens in all 50 states.
And on shelf, we’re making it easier than ever to participate. From ready-to-make s'mores kits to seasonal displays that bring together chocolate, grahams, and marshmallows, we’re removing friction at the moment of purchase. And with Hershey’s Milk Chocolate with Caramel returning this year, we’re continuing to give room for consumers to experiment and make the tradition their own.
A Summer Platform Built to Last
S’mores season is a rite-of-passage moment that The Hershey Company is uniquely positioned to win. Our approach this year reflects how we listen to consumers, invite participation and show up in a culturally relevant way.
Continuing now through Labor Day, we're keeping the Heated Debate going. But whether you’re Camp Gooey or Camp Toasty, one thing is clear: nothing makes a s’more like Hershey’s milk chocolate. And this summer, we’re making sure everyone knows it.
There’s more than one way to s’more. Mix up your fun: Savor S’more Moments Together